We Were Merchants: The Sternberg Family and the Story of Goudchaux's and Maison Blanche Department Stores Hardcover – Illustrated, October 1, 2009

I suppose the fact that I lived in Baton Rouge for 13 years and was well acquainted with the Sternberg family caused me to buy the book. But no regrets. It's very good. It is the tale of a Jewish family of means and standing that read the handwriting on the Nazi wall when others kept saying "this too shall pass". We all know it didn't. The Sternbergs got out while it was still relatively easy and finally settled in Louisiana. They bought a faltering department store and built it into a wonderful and friendly business, one where the bosses were always on the sales floor, ready to fix problems, give candy to crying babies and in general make shopping a great experience.Ultimately the consolidation of the department store business weakened even Goudchaux's, and the surviving brother Hans was forced to sell.This is a wonderful story of immigrants coming here and living the aAmerican dream.Most important of all for our time is the description of life for Jews under Hitler and the warning signals Sternberg sends about the rise of a populist demagogue who seduces a large minority of the populace and parlays that into total dictatorship.

Growing up in Baton Rouge in the 60's, 70's and 80's I never thought about the story behind Goudchaux/Maison Blanche -- they were just there! "There" meaning Goudchaux on Main Street where, as a 6th grader, attending LSU Lab School, I used to sit behind a folding table stacked with boxes of delicious Krispy Kreme Doughnuts near the main entrance to the store on any given Saturday morning selling freshly made doughnuts to hungry customers to raise money for our end-of-the-year class trip to Six Flags over Texas! Or fast forward 10 years later, when I worked over the Christmas holidays at the Maison Blanche store at Cortana Mall demonstrating the dipping of colored wax candles that were then sold to those who stopped by to admire the prominent display of decorative mice, trees, and other ornaments! It was just part of growing up in Baton Rouge. I didn't realize that Goudchaux/Maison Blanche had the distinction of being one of the most successful and largest family-owned retailers in the United States at that time! I certainly didn't know that Goudchaux, at 971 feet, was recognized by Ripley's Believe it or Not! as the longest building built as a retail store in the world in 1986! I just knew it took you a long time to get back to your car if you parked at the other end of the building!Mr. Sternberg (Hans), does a wonderful job telling the story of his family's arrival to Baton Rouge after fleeing the Holocaust in Germany in 1936. The challenges that the family faced in Germany, what he and his siblings learned about merchandising from their father, and how their family's values impacted their business decisions and the subsequent success and loyalty that many Baton Rougeans felt for their family and for their stores is a testament to the adage "you reap what you sow! Congratulations Mr. Sternberg and family for a beautiful story and thank you for touching the lives of so many in Baton Rouge!

This was very interesting book and answered a lot of questions I had about those two stores. Really wish I could have went in the main street Baton Rouge store in its hay day.

I bought this book for a dear friend of min that use to work there as a buyer. We often talk about her years there and she told me of a book that was written by Hans. So I looked it up and Wham! There it was. She was very excited. Thank you.

When I was a girl a trip to Goudchaux's on Main St. was an exciting outing. It was an elegant old-fashioned department store. As a teenager I went to the "new" Goudchaux's at the mall. It was modern but still elegant. I knew it was owned by the Sternbergs and that they were always around somewhere making sure everything ran smoothly, but until now I didn't know the history of this determined, courageous family. Standing up for what is right while building a business in difficult times; facing down fascists in two different countries; raising children who aren't spoiled by success. This is a story for the ages. Great old photographs.

Ok, you've been to Macy's, Dillards, Nordstrom, heck, even to the name stores of London or New York. But you won't forget Goudchaux's if you shopped there a lot. From up north I was introduced to Goudchaux when I lived in Louisiana. Then married a local who would shop no where else. People who moved away would come to visit and make a stop at Goudchaux. They would have family still in town watch for sales. This book does a great job of explaining why the customers were so loyal. Maybe today's business leaders should read this book, along with those by Tom Peters. While it will be a hit in Louisiana, there is a lot to learn from this book in any business, anywhere. To paraphrase James Carville (I can't believe I'm giving him credit for anything) "It's about the customer, stupid!"IF it were still open, and IF it were still run by Sternbergs, who walk the floor and know everything that goes on, I'd still be a customer. Everyone in Baton Rouge, site of their home store, has a story about Goudchaux. It was one of the largest, and most successful stores in the nation, and yet in the departments you frequented, someone knew your name and what you would be interested in see--and call if it was going on sale. It's still a legend. But again, this book is an education about Nazi Germany, the depression and decades since, and about how to be successful. Everyone should read it.

Great history read about the past of Baton Rouge from the old Goudchaux's owners prospective. Enjoyed the narrative and many of the old photos as well. Works great sitting on the living room coffee table. Just about everyone who sees it will pick it up and glance through the book, especially if they have a knowledge of Baton Rouge. Makes a great conversation piece. I even had to buy several more for other family members who said that they would like to have a copy too.

Did not order this

J'avais oublié de noter ce livre. C'est l'histoire classique de juifs allemands chassés par Hitler qui travaillent à Baton-Rouge et réussissent. Classique ? Non. Beaucoup de travail et c'est raconté avec humilité. C'est ce qui fait le charme de ce livre. En fait, c'est une grande et belle histoire de gens travailleurs qui ont su tourner une première page, l'Allemagne, puis une seconde le department store. Bravo.